The Redmond-based software giant is blazing a new trail in an attempt to stay relevant in an increasingly Apple/Google-centric device world. While the rationale for Microsoft's change is sound, the two divergent paths being taken is turning the PC eco-system on its head, as the firm prepares for war not only with Apple, but with the very customers who helped build its software empire.

“Epic” is a rare word to use on a Monday, especially to describe the week ahead in the chip industry, but this week may be one that actually warrants it.

With Apple preparing to launch its expected low-cost iPad mini tomorrow and Microsoft preparing to release the next version of Windows to the public by end of week, the battleground for holiday shopping is set.

While to some Apple’s success seems a foregone conclusion, with its fanatical base of diehard fans willing to camp out on sidewalks just to be among the first to own its latest offering, we’re left to ponder what happens with Microsoft.

The Redmond-based software giant is blazing a new trail in an attempt to stay relevant in an increasingly Apple/Google-centric device world. While the rationale for Microsoft’s change is sound, the two divergent paths being taken is turning the PC eco-system on its head, as the firm prepares for war not only with Apple, but with the very customers who helped build its software empire.

The Windows 8 launch will roll out in two phases. The first component will be the launch of Windows 8 and Windows 8 Pro, with countless PC OEMs launching waves of devices in all shapes and form factors.

We’ll see a large number of touch-enabled Ultrabooks, tablets and convertibles, all hoping to spice up PC life once again, mainly by borrowing and integrating tablet features and functionality.

These (X86 based) devices will run the new Windows 8 UI (the artist formerly known as Metro) as well as the full complement of existing applications and peripherals.

On the other hand, there is the Windows RT camp and the long, winding, convoluted road Microsoft has taken to launch its ARM-based product and its flagship platform, Surface.

The road to Windows RT has been a painful one, wrought with confusion and secrecy, as Microsoft’s Windows division attempts to take a page out of Apple’s playbook for the launch.

The problem is, Microsoft is not Apple. Nobody in their right mind could confuse the charisma of Steve Jobs with the awkwardness of Steven Sinofsky.

I’ve often thought Windows RT PR must be one of the loneliest jobs at Microsoft, given that the only vehicle to share information on the new platform is via Mr. Sinofsky’s blog posts, most of which are painfully long to read and mostly quite boring.

Despite their unnecessary length, however, we potential consumers still have no clear sense on the realities of legacy applications compatibility. Microsoft has avoided the question like the plague and has consistently spoken out of both sides of its mouth sine its BUILD conference last September.

"Aside from the well-publicized inclusion of Office in those configurations, nobody has much of an idea about features or performance. Until last week, even the pricing for most systems was a closely held secret. Given all the secrecy, it’s hard to say how well this will work out for them. It’s the biggest unknown in the launch," said analyst Nathan Brookwood of Insight64.

Microsoft can't afford another "success" like the XBox. It no longer has such large profit margins from the Windows and Office markets to compensate for the loses while building a Surface/RT market, and it can't expect such large returns once it has a solid market share (assuming that it succeeds).
Remember, the XBox division of MS was an enormous lose for years while they built up a big enough user base to make money from licenses on XBox games. Embedded Windows of various sorts has been a similar financial lose - but it was an investment MS has been willing to make to gain control of new markets.

People who like to fuss about the support costs of Linux tend to forget about the support costs of Windows. Somehow you can remember about the maintenance costs of supporting a Linux desktop - but forget that a Windows desktop needs that too.
You don't have to waste many days fixing broken or infected Windows systems before the TCO is sky-high.

Unfortunately, you and me are the lone wolves in the world of excessive consumerization. The excess is fueled further by the brain-damaged and field-distorting analysts, financiers, speculators of the modern world. In fact, Microsoft is doing something extraordinary with Win8. Other than Linux, this is the 2nd time in the history of technology that one single OS is used across mobile, server, desktop, embedded devices. In my humble opinion, Microsoft is the true innovator at this time, while Apple is simply a good manipulator.

These days, too many consumers simply don't care about what they are getting from the money spent. To those who buys on "value for money", it is obvious that Surface/RT offers far more value than iPad in terms of entertainment and productivity.

These days, too many consumers simply don't care about what they are getting from the money spent. To those who buys on "value for money", it is obvious that Surface/RT offers far more value than iPad in terms of entertainment and productivity.

Who said anything about cost? I'm well aware that there can be cost involved in using Linux. I was talking about open versus closed. What disturbs me is how willing people are to throw their money at closed and locked down systems over which they have no control. From the latter part of your comment it seems you agree with this sentiment. And at the end of the day, when it comes to having control, it is hard to deny that Linux IS the light.

The fingers and the dollars will do the final judging, and if there is enough room for new players. The way I see it, there are plenty of media consumers that are willing and able to pay for GUI candy, and a smaller market for developers and media producers. I just hope that the market forces do not just migrate and make the developers world too expensive to work on for new apps and embedded products.

I am a "right tool for the right job" kind of guy.
I use linux to develop software, windows for documents, email, calendar and some software development. I need windows and I need linux. I have never found myslf needing an apple machine.
Apple products have always been too expensive for me and never provided compelling features I could not find else where.
In this day and age of connectivity, apple lags way behind.
Microsoft has wisely spent CPU cycles on the backend and lightened the GUI cycles with the Metro style interface. While Apple loads down the machine with gobs of eye candy that do not add to the connectivity experience.
Much to the chagrin of Apple folks, Microsoft is not competing with them. Microsoft is competeing against google. Remember the massive backend?
It is all about the network, cloud, search, maps and social media. Apple's guru has passed and the Apple comunity has missed the boat. BTW, Microsoft has introduced Xbox music.
So, please stop talking about buttons and backgounds and show me the online services you offer across all my devices!